Sobolo can generate enough revenue for Ghana

Hibiscus, locally known as "sobolo" in Ghana, holds immense potential to generate significant revenue for the country due to its versatility and growing demand both locally and internationally. Here’s why:

1. High International Demand

The global hibiscus market has been expanding steadily, valued at $113.2 million in 2021, with an expected CAGR (Compound Annual Growth Rate) of 7.2% from 2021 to 2028.
Countries like Germany, the USA, and Mexico are among the largest importers of hibiscus, particularly the dried flowers used for beverages like tea and syrup. For example, Mexico imports over 15,000 tons annually, while the USA continues to increase its reliance on hibiscus for herbal teas due to its health benefits.

Market Growth from 2020 to 2025, and 2028 Projections

2020: The global hibiscus flower powder market was valued at approximately $113.3 million (Grand View Research).
2021: The market size grew to around $119.4 million (Grand View Research).
2022: The market reached an estimated value of $144.45 million (Market Research USA).
2023: The market size was around $123.7 million (Market.us).
2024: Projected growth to $197.0 million (Grand View Research).
2025: The hibiscus extract market is expected to reach $193.31 million (Mordor Intelligence).
Projections for 2028: The hibiscus flower powder market is anticipated to reach $211.7 million by 2028 (Polaris).

Key Drivers of Market Growth

Health and Wellness Trends: Growing consumer awareness of the health benefits of hibiscus—such as its antioxidant properties and potential to lower blood pressure—continues to drive demand for hibiscus-based products like teas, supplements, and skincare items (Global Market Insights Inc).
Culinary Applications: Hibiscus is gaining popularity in the food and beverage industry for its refreshing flavor, vibrant color, and health benefits. It’s being used in teas, beverages, jams, and smoothies.

Regional Insights

North America: In 2022, North America led the hibiscus flower powder market, driven by strong demand from the food and beverage sector, along with pharmaceutical and personal care applications (Market Research USA).
Europe: Germany imported 7 shipments of hibiscus flowers between July 2022 and June 2023, marking a 75% growth compared to the previous year (Market Research USA).
Latin America: Mexico imported 124 shipments of hibiscus between March 2023 and February 2024, showing a 27% growth compared to the previous year (Market Research USA).

2. Value-Added Products

By processing hibiscus locally, Ghana can shift from exporting raw dried flowers to high-value products like hibiscus tea, powders, syrups, and cosmetics.
For instance, hibiscus tea is a major product in Europe and North America, with retail prices ranging from $10–$30 per kilogram, compared to raw hibiscus which sells for around $3–$5 per kilogram in the international market.
In the cosmetics industry, hibiscus is known as the "botox plant" for its anti-aging properties. The global natural skincare market, which includes products using hibiscus extracts, was valued at $6.7 billion in 2021 and is projected to grow rapidly.
Establishing local processing plants can significantly boost revenue and create opportunities for SMEs to market branded products.

3. Job Creation

Hibiscus farming and processing can create jobs across the value chain. For every 10 hectares of hibiscus cultivated, it is estimated that 20–30 jobs are created for planting, harvesting, drying, and processing.
In Nigeria, hibiscus production employs over 200,000 farmers and contributes significantly to rural development. Ghana can replicate this model and reduce rural unemployment by promoting hibiscus farming as a key cash crop.

4. Supports Small-Scale Farmers

Hibiscus is an ideal crop for small-scale farmers due to its low production costs. It requires minimal fertilizer and thrives in Ghana’s climate with seasonal rainfall. A farmer can produce an average of 2–3 tons of dried hibiscus per hectare, earning about $6,000–$9,000 annually from exports.
In 2020, Nigeria exported over 20,000 tons of hibiscus worth $35 million, most of which was produced by small-scale farmers. Ghana can follow suit by investing in farmer training and input supply programs.

5. Boosts Agro-Processing

Ghana's agro-processing sector has been identified as a key driver of economic growth. The government’s One District, One Factory (1D1F) initiative can be leveraged to establish hibiscus processing plants.
Agro-processing can significantly increase the value of hibiscus exports. For example, in Kenya, hibiscus tea companies export processed tea at 3–5 times the value of raw flowers, creating more foreign exchange earnings.
Establishing regional hubs for drying, grinding, and packaging hibiscus can also reduce post-harvest losses, which are estimated to be 20–40% of crops in Ghana annually.

6. Health and Wellness Market

Hibiscus is rich in antioxidants, lowers blood pressure, and has anti-inflammatory properties. With the global shift toward natural and organic products, the health and wellness market was valued at $4.37 trillion in 2020, and herbal teas like hibiscus are growing in popularity.
Studies show that hibiscus tea can reduce systolic blood pressure by 7.5 mmHg on average, making it a preferred alternative for health-conscious consumers. This can be a key selling point in marketing Ghana’s hibiscus products.
Ghana can capitalize on this trend by branding hibiscus products as organic and promoting them to international health-conscious consumers.

7. Tourism and Local Consumption

Locally, "sobolo" (hibiscus juice) is already a popular drink, but production remains mostly informal. Ghana can formalize this market by investing in hygienic production, packaging, and marketing.
The tourism sector provides a ready market for hibiscus-based beverages. Ghana’s tourism earnings reached $2.1 billion in 2019, and high-quality local beverages like hibiscus tea or juice can enhance the tourist experience while creating additional revenue streams.
Hibiscus-based products can also be marketed in supermarkets, hotels, and restaurants, generating consistent domestic revenue.

8. Export Opportunities Under AfCFTA

The African Continental Free Trade Area (AfCFTA) provides a platform for Ghana to export hibiscus and its derivatives to 53 other African countries with reduced tariffs and trade barriers.
For example, Ghana could export hibiscus tea to Nigeria, which imports large quantities of herbal teas, or to East African countries where hibiscus is used for medicinal purposes. Intra-African trade is projected to increase by 52.3% under AfCFTA, and hibiscus can play a key role in Ghana’s trade strategy.

9. Climate Resilience

Hibiscus is drought-tolerant and requires minimal inputs, making it an excellent crop for regions prone to climate change. In Ghana, the savanna and semi-arid regions, which face challenges with maize and other traditional crops, can benefit from hibiscus farming.
Studies in Sudan have shown that hibiscus yields remain high even under 50% reduced rainfall, indicating its potential to support sustainable agriculture in Ghana’s northern regions.

10. Government Support and Policies

Government investment in hibiscus could mirror successful models like Nigeria, which has positioned hibiscus as one of its leading non-oil export commodities.
Ghana’s Planting for Food and Jobs program could include hibiscus as a priority crop, providing subsidies for seeds, fertilizers, and irrigation systems.
Additionally, setting up an export promotion strategy for hibiscus can attract foreign exchange. For instance, the Ghana Export Promotion Authority (GEPA) could add hibiscus to its priority list of non-traditional exports, aiming to increase non-traditional export revenue, which stood at $3.3 billion in 2021.

Implications for Ghana

Ghana is well-positioned to capitalize on the growing global demand for hibiscus due to its favorable climate for cultivation. Its proximity to key export markets like the USA, Germany, and Mexico makes it an ideal supplier in the hibiscus market.

In conclusion, the hibiscus market has shown strong growth from 2020 to 2025, with positive projections for the coming years. Ghana’s favorable conditions offer a strategic opportunity to tap into this expanding market and become a significant player in the global hibiscus trade.

The author is a Professor of Naturopathy, a Gambian trained Lawyer and Chartered Health Economist . e-mail: [email protected]